| It remains unknown to many that the products they | | | | orange-tinted clear liquid in 1984. The recent years also |
| use in their day-to-day living can be traced back to the | | | | saw the introduction of new ‘Tide’ formulations |
| productive years of the baby boomers. They are | | | | such as the dark blue, liquid ‘Tide’ and the clear |
| reputable brands of different items that every | | | | ‘Tide Free’. |
| homemaker turns to for the ease of managing | | | | Even the logo of ‘Tide’ speaks directly to its |
| household chores such as washing clothes or dishes. | | | | consumers because of the logo’s attractive and |
| The household brand “Tide” dates back to 1946 | | | | attention-grabbing design. The orange-and-yellow |
| when it was introduced to a market that uses | | | | brand identity logo is credited to industrial designer |
| automatic washing machines. When the brand gained | | | | Donald Deskey, although today’s ‘Tide’ logo |
| nationwide distribution in 1949, its popularity in the | | | | has undergone some slight alteration for |
| detergent market was not a surprise. Tide had already | | | | ‘Tide’s’ fiftieth anniversary in 1996. |
| gained the recognition of “America’s Washday | | | | As a global brand, the ‘Tide’ formula uses |
| Favorite” when other competing brands such as | | | | different market names such as ‘Ace’ in Latin |
| Ivory Snow began its decline. | | | | America and ‘Alo’ in Turkey. Despite the |
| The ‘Tide’ that consumers know today is the | | | | differing names, ‘Tide’ continues to dominate |
| ‘Tide’ that has been reconstructed over the | | | | the detergent market and proves its stature after |
| years. In its incipient stage, ‘Tide’ was a | | | | bagging an ACS National Historical Chemical |
| white-powdered bead until it was transformed into an | | | | Landmark. |